Text The Dentsu Aegis network has released an update of its "Ad Spend Forecasts", semi-annual projections for global ad spending, indicating numbers are "better than expected" for 2018. Growth in ad spending will increase from 3.3% in 2017 to 3.9% in 2018 – higher than the 3.6% predicted in January 2018.

Total investment will rise to $613.5 billion. Global events such as the Winter Olympics and Paralympics, the FIFA World Cup in Russia, and the US Mid-Term elections will play an important role in stimulating growth.

Where budgets are being spent in 2018

Digital on the rise

Digital media spending is projected to increase by 12.6% in 2018 – more than three times that of all media combined (3.9%) – to reach sums of $230.6 billion. This marks an increase of $25.7 billion compared to the previous year.

Online video (+ 24.6%) and social media (+ 21.6%) show especially strong growth. Paid search continues to claim the largest digital share (39%). As predicted, digital will, for the first time, overtake TV this year, achieving 38.4% of total ad spend worldwide, up from 35.5%.

In the US, digital spending is expected to overtake TV in 2019. Programmatic ad spending is expected to increase by 23.2% in 2018 and 19.1% in 2019, as the ability to implement programmatic purchasing strategies across formats and devices presents an opportunity for advertisers to reach their most valued audiences on a large scale.

Traditional media spending is expected to decline by only -0.5% in 2018 and by -0.4% in 2019. Newspapers and magazines are likely to continue their downward trend with a drop of -7.5% and -6.5%, respectively. Radio (+ 2.0%), out of home (+ 2.2%) and cinema (+ 5.9%) are expected to grow at stable rates.

It is forecasted that TV spending will rise again in 2018 (+ 1.2%), after a decline of -0.7% in 2017, and remain an important medium with 35.5% of total investment.

People now spend an unprecedented amount of time on their smartphones – more than five hours a day. This increase in usage is mainly due to the widespread availability of high-quality digital video.

The consumption of mobile videos is exploding across all age groups and content categories. Nine out of ten social media users watch videos on their smartphone, while 70% of their time on social media is spent on mobile apps.

According to this, mobile is expected to account for one-quarter (25.2%) of global advertising spending this year, exceeding the previous forecast of 24.8%. With new platforms and solutions, such as the demand for mobile payment, mobile advertising spending is expected to increase by 23.3% in 2018 and 18.8% in 2019.

A summary of the most important facts:

Projected growth was corrected from 3.6% (January 2018) to 3.9%

Digital is set to overtake TV for the first time, with 38.4% of global share (TV with 35.5%). In 21 of the 59 covered markets, digital will be the leading advertising channel in 2018

One-quarter (25.2%) of global ad spending is being invested in mobile devices for the first time ever

China's advertising market is expected to grow 6.5% – from the previous forecast of 5.4% – to RMB 630 billion, claiming16.2% of global advertising investment. The e-commerce platforms Baidu, Alibaba, and Tencent (BAT) are expected to contribute to around 80% of this growth

Advertising spending in the US will continue to grow in 2018, rising 3.4% to $ 217.3 billion, reflecting the stronger US economy

Investments in UK ad spending are expected to increase by 4.2% to £20.4 billion, despite the impending Brexit

Our take at IQ mobile

Mobile rules! Mobile, video, and social should be an integral part of any brand’s communication tools in 2018. Learn how to achieve success with smartphone videos and mobile advertising from our whitepaper >>

Our brand new white paper on augmented and virtual reality gives an overview of relevant hardware and software, as well as many practical examples. You can download it here >> (German only).

Facebook, Instagram, or another social network – which channel will bring you the best results? This decision depends both on your campaign and your goals. With a focus on mobile, we explain what, where, why, and how in our whitepaper on social advertising >>

http://www.iq-mobile.at/en/news-1567.atomAugmented Reality with Google Lens2018-06-13T09:20:41+02:002018-06-21T11:37:37+02:00Google demonstrates how we can "rediscover" the world with a camera

To mark the release or our new whitepaper on augmented and virtual reality (AR & VR) we have prepared a major update on augmented reality >> This is supplemented with the latest news about Google Lens, bringing you an up-to-date overview of relevant hardware and software developments, plus best practice examples.

The latest from Google Lens

Google has released a new version of Google Lens (beta phase). If you have one of the ten additional Android devices that integrate Google Lens into their own camera apps, you can access the feature simply by going to your camera and clicking on the icon at the bottom right.

When you point the smartphone camera at objects or sights, additional information about what you are viewing appears on the display. Google Lens also has a real-time finder that analyses what your camera sees before you tap the screen.

The tool will also process pixels through machine learning in order to offer more detail and provide relevant search tags.

What items can Google Lens identify?

Google Lens can identify clothing, books, buildings, plants, animals, and artwork. It will be able to give you shopping results for dresses it has identified, titles of books, landmark information, and details about paintings. You can also use it to identify the species or affiliation of an animal or plant.

http://www.iq-mobile.at/en/news-1566.atomAugmented Reality with Apple ARKit 22018-06-13T09:12:29+02:002018-06-21T11:43:44+02:00We reveal how people will act digitally in a real world

Apple is serious about augmented reality (AR). Tim Cook has made clear how important the topic is, stating that it will change the way we use technology forever. With the ARKit in iOS 11, Apple has brought AR capabilities to hundreds of millions of phones. We wrote about the development last year

Continual experiences – You can store AR spaces and items associated with physical objects (such as toys) or physical spaces (such as classrooms) allowing you to continue where you left off later.

Shared experiences – Multiple users can utilise their iOS devices to view the same virtual environment from their own point of view. Apple released a block multiplayer game as a code demo, and Lego demonstrated a virtual game space where up to four players can simultaneously interact with both a virtual and physical game room.

The impressive Lego demo used almost all the new features of ARKit 2: 3D object recognition, multiplayer capability, and continual experiences.

http://www.iq-mobile.at/en/news-1565.atomHow Brands Use Location-Based Advertising 2018-05-28T08:57:28+02:002018-06-21T11:59:50+02:00We aren’t the only ones confident in the promise that location-based applications hold for improving connections with consumers.

On May 23, we held our IQ mobile Business Breakfast "Location-Based Advertising – All roads lead to the customer". Iris Handlsberger, our Business Operations Manager, presented exciting insights on this topic and highlighted opportunities for hyper local targeting. You can find more from this article >>

Afterwards, we had many interesting discussions about the possibilities and applications that location-based advertising (LBA) offers. You can get an overview of our knowledge and experiences of the last years from this blog.

Pros & cons of location-based advertising

Let’s start with the positives...

Personal touch: Personalised news attracts more attention and commitment compared to generic advertising. Location plays a crucial role in this. Communicating "personally" not only adds relevance to your ads, but also helps track actual demand.

Perfect timing: One of the biggest advantages of LBA is the ability to perfectly manage the timing of ads. Because the location data is provided in real time, brands have the ability to reach people nearby at specific times.

Target group: As more people become more familiar with their smartphones, it has become imperative for advertisers to engage with consumers using these devices. If ads are well targeted to the audience, they are less likely to be blocked. Local ads are a great way to target because people in different geographic locations behave differently.

There are some drawbacks to LBA to consider...

Data protection: The main problem that is repeatedly highlighted when discussing drawbacks of LBA is potential privacy issues. One thing is clear: Mobile marketers must inform their customers in an open and transparent manner about why they need their data and what is being done with it. In our view this provision of information holds benefits, allowing brands to highlight the benefits of data collection for consumers prominently and transparently – not hidden in paragraph 13 of a complicated privacy policy.

User Competence: Having many smartphone functions does not necessarily mean that you can actually use them all. As a result, marketers must ensure comprehensibility and ease of use for the average smartphone user, taking these aspects into consideration as early as the conception phase. Users need to be able to understand functions without extra effort.

Location-based applications

Proximity marketing enables a business to focus its sales efforts on a consumer who is already in a buying mind-set. It works by connecting with consumers via mobile app, allowing companies to optimally address consumers in the right place and at the right time. A great "side effect": Experience shows that this leads to significantly higher sales potential. For example, a consumer walking through a shopping mall around 18:00 is a better audience for a restaurant advert than a consumer watching TV at home. It’s simply a question of proximity and context. If a potential customer is already nearby a location where an item/service is being promoted, they are more likely to engage with that product. This brings us much closer to the purchase decision process. :-)

Let’s take a look at some successful campaigns:

Bacardi Mojito Moments. The #MojitoMoments campaign by Bacardi Australia is a great example. Using an out-of-home ad campaign, it targeted Instagram users in predetermined locations throughout Australia, such as clubs, pubs, and concert venues.

During the campaign, about 60 Instagram influencers took pictures of Bacardi cocktails and tagged them with #MojitoMoments. These influencers provided content that presented the drinks in specific locations and sparked enthusiasm for the brand. The campaign saw around 50,000 engagements at participating locations.

While 50,000 engagements for an international brand may not sound impressive, it is important to consider that these campaigns were explicitly targeted at locations in Australia. The brand calibrated its ideal audience to a specific area that offers greater conversion potential. These local consumers had access to the product at the time they received the ad.

This micro-targeting solution allowed Bacardi to engage users and draw attention to the product in a moment when consumers could actually make a purchase. Customers who like to use apps "on the go" are prime targets for location-based advertising. Attracting attention to a brand or product while offering greater sales potential works well if you further provide an incentive for customer retention. For example, many brands have used apps (and increased sales) by creating events, turning everyday tasks into games, and providing rich user interfaces.

Gamification in apps: We all know that retail shelf placement plays a big role in the shopping experience. It becomes less important when apps are used as a navigation tool while shopping, however. Apps can be used in the retail setting to direct customer traffic to less visible or less frequented areas in a store. This combines two key components of a mobile app marketing campaign: gamification and rewards. Gamification, where an app works like a game, promotes interaction with an app. Rewards, on the other hand, increase the usage of the app, thus promoting a "playful" commitment to the brand. Gamified apps can increase both traffic and revenue, here's an example via Shopkick.

When the app is open, the consumer receives a notification that he can earn Reward Points – called kicks – by visiting a retail location. Once in the store, the app displays products that offer kicks. Users/consumers are thus encouraged to look for something they may not have considered otherwise.

Finding the product in the store and picking it up to scan it with the smartphone's camera will automatically increase the likelihood that the product will be purchased.As a side effect, this improves the awareness of the product. The shopping spree turns into a fun digital scavenger hunt and makes an everyday experience more entertaining.

App with location-based function. An innovative app does not always have to offer a completely new idea. A useful combination of existing functions can be enough to spark interest. This is seen in the popular retailer app My Starbucks Rewards (MSR). The app currently has 14.9 million members and the numbers are constantly growing. One of the most important drivers for participation is the continuous addition of appealing features, such as:

Mobile payment: Consumers are increasingly using mobile payment methods. For example, mobile payments already account for 12% of Starbucks sales in the US.

Pre-orders: Consumers can order their favourite product (favourite coffee) before they reach a location, thus avoiding being stuck in a queue. This makes a lot of sense and at the same time optimises turnaround in the store.

Rewards: Starbucks constantly offers consumers small goodies that they can redeem later for free or discounted products.

Event notifications: One of the company's plans for the future is to provide consumers with more personalised events that introduce them to new products and time-limited offers based on their order history and preferences.

Our take at IQ mobile

Innovative programmes such as the combination of location-based features, gamification and social engagement, can bring added value to companies. Proximity and location-based marketing strategies that use apps enable brands and retailers to connect with on-the-go consumers, gaining their attention when the potential for a sale is highest.

These examples of the innovative use of apps in location-based marketing strategies optimally address the wishes and needs of consumers. They are informed about events and possibilities, receive rewards, and enjoy the convenience of being able to easily use all of an app’s functions.

http://www.iq-mobile.at/en/news-1558.atomMobile Speed Ranking2018-05-22T07:48:26+02:002018-05-24T13:03:34+02:00Google Austria's "Mobile Speed Ranking" reveals which mobile websites in the trade, tourism, and financial services sectors feature fast loading times – and which ones still need to improve. Google Austria now provides a tool designed to help website operators quickly test the performance of their own mobile websites.

Together with MMA Austria (Mobile Marketing Association Austria) and iab austria (interactive advertising bureau austria), Google Austria presented a recent study on the "Mobile Page Speed" of domestic companies. With the help of the "TestMySite“ Mobile Speed Tools , Google Austria checked the mobile loading times of websites from the most relevant players in the areas of

Trade/Retail

Travel/Tourism

Financial Services.

This ranking shows which mobile websites already offer user-friendly loading times – and which ones still need to catch up.

"As part of its Mobile Communications Report, MMA Austria has been investigating dissatisfaction factors in the realm of smartphone surfing for years. Non-optimised mobile sites are among the top complaints expressed by end consumers every year. We at MMA Austria are thus pleased to welcome the Google Mobile Page Speed survey as a kind of ‘positive listing’," says Andreas Martin, President of MMA Austria und CEO of media agency media.at.

"53% of users abandon a mobile webpage that takes more than three seconds to load," says Matthias Zacek, Industry Head of Google Austria.

The Google Austria ranking of loading times (in the sectors Trade/Retail, Travel/Tourism, and Financial Services) shows that many leading companies have recognised the importance of fast mobile websites.

Nevertheless, a majority of Austrian companies can still need to catch up, as the average loading times of mobile websites across the three sectors surveyed shows:

Some interesting facts on the topic of "Mobile Page Speed" courtesy of Google Manager Matthias Zacek: • The bounce rate of mobile site visitors increases by 123% with an increase in website loading time from one to ten seconds.

79% of online shoppers who are dissatisfied with a mobile website say they will most likely not use the same website in the future.

http://www.iq-mobile.at/en/news-1556.atomLocation-based advertising makes for booming business2018-05-11T08:37:23+02:002018-05-22T09:39:25+02:00Advertising based on location and behaviour is easier today than it was a couple years ago. These are the best options available.

Advertising based on location and behaviour is much more accurate than it was just two years ago. Location-based advertising opportunities are not only more technically mature, customer expectations have also developed in this direction – as recent market research shows.

How has consumer behaviour changed?

The SME Research 2017 study by the Austrian Trade Association (Handelsverband Österreich) examines the use of smartphones while shopping. According to their findings:

68% of consumers own a smartphone (compared to just 43% in 2013)

77% of users have GPS activated for their app usage (no comparative data available from 2013)

21% of users already use their smartphones to buy products (2013: 9%)

The Mobile Communication Report from the Mobile Marketing Association Austria further reveals how important smartphones have become for advertising among brick-and-mortar retailers:

66% of users search for stores or in stores on their smartphones

65% use a smartphone while shopping

What new possibilities are there for smartphone advertising?

Classic geo-targeting addresses all people within a certain radius. Although this allows for significant range, it also has the drawback of low accuracy and subsequent scatter loss (depending on the campaign objective). IQ mobile can replace these radii with accurately defined outlines of POS or POI (points of sale, points of interest) giving you the following advantages:

Precise location data

Increased customer traffic

Accurate targeting

IQ mobile offers advertising companies the following benefits:

Premium contexts

o Play advertising in premium environments and on top pages & apps

Qualitative advertising contacts

o Visibility guarantee

Individual billing models

o CPM, CPC or CPLP

How are hyper local targeting campaigns implemented?

The setup takes place in 3 structured steps designed to guarantee quality and success.

Step 1 – Definition of places in the system

Before we can generate useful location-based data for a media campaign, the individual locations must be created in the system.

In addition to geographic radii, it is also possible to define precise polygons (outlines around specific points of interest).

This is part three of our blog series marking the publication of our new whitepaper on augmented and virtual reality.

In parts one and two we examined the best videos, apps, games, and implementations in the field of virtual reality.

Now, it’s time to check out the best means of implementing augmented reality.

Augmented reality

Augmented reality technologies currently have much more potential for the mass market, as they can make use of smartphones or tablets to build a bridge between the digital and physical worlds. Photography allows you to capture important moments visually. Video allows you to capture image, sound, and motion. Augmented reality goes one step further, giving us a three-dimensional experience that we can enjoy even more intensely.

Our favourite augmented reality implementations

We don’t address Pokémon Go here, only because we previously published blogs on the topic. Read them here

AR Measure Kit

This best shows the possibilities and benefits that augmented reality holds. The virtual measuring tape for smartphone can quickly and easily measure distances and heights. An absolute must-have.

http://www.iq-mobile.at/en/news-1551.atomBest Practise Examples of Virtual Reality Benefitting Brands 2018-05-05T08:52:00+02:002018-05-22T09:22:02+02:00It’s always good to get inspired by others, especially when it comes to VR applications – where the possibilities are endless.

This marks part two of our series celebrating the release of our new whitepaper on augmented and virtual reality. In part one, we looked at the best videos, apps, and games for the Google Daydream platform. Read it here.

Here, we look at applications across all VR platforms, such as Oculus VR.

Our favourite VR applications Coca-Cola virtual sleigh ride

The tour of the Coca-Cola Truck around Christmastime is a classic spectacle. Now, a virtual sleigh ride is possible. This is a perfect showcase of how technology can be used to take brand experiences to new heights.

With our new whitepaper on the topic of augmented and virtual reality, we bring a brand-new overview of the latest market developments, including hardware, software, and best practise examples.

With its Daydream platform, Google has entered the virtual reality market, massively uniting all in-house activities. Two new headsets, presented together with Lenovo and Yi, work without inserting a smartphone – finally. Learn more about the Lenovo Headset here. It’s certainly stylish. Unfortunately we won’t get to try it out until the second half of 2018.

The IQ mobile team is delighted to announce that CEO Harald Winkelhofer has received the CEO Today Europe Award. What’s more, he is the sole CEO from Austria to be recognised in 2018.

Each year, CEO Today Magazine identifies and honours the most respected companies and their C-Level executives, who are leading the way on a global stage. The magazine conducts polls and detailed industry evaluations to select the very best CEOs.

http://www.iq-mobile.at/en/news-1543.atomThe importance of mobile recognition services for brands 2018-04-11T11:38:00+02:002018-05-03T16:38:43+02:00Proper implementation of augmented & virtual reality solutions will be more important for brands in 2018 than ever before

As augmented and virtual reality solutions enter the mass market, brands are starting to take advantage of this evolution in digital storytelling. IQ mobile will be on stage to discuss this topic at three leading events in April and May. Friends of IQ mobile get a special discount to join the action at the Mobile Marketing Innovation Day, 17 - 18 May 2018. You can find the promo code in this blog post ;-)

The difference between augmented & virtual reality

Virtual Reality is in the very early stages of development. This technology offers an opportunity to visit new places and experience new things. It's all about sensations, adrenaline, communication, and feelings. Virtual reality offers immersion into new worlds. It allows consumers not only to take note of brands, but also to expand their knowledge. Technologically, it offers great potential for products and companies to stand out by creating new worlds for their customers. It also promises great opportunities in the education sector.

Augmented Reality allows us to enhance our natural world using digital information, elements, or figures. Everyone can perceive a different world, depending on what is additionally displayed. AR breaks down the barrier between information and the real world, and can thereby make already available information immediately accessible at the right moment.

24 – 25 April 2018, Mobile Advertising Summit, Berlin: IQ mobile client consultant Karl Aschinger will speak on the panel The Next Mobile Game Changer on 25 April. Learn more here. The panel starts at 17:00. Additionally, the IQ mobile team is on the shortlist for the German Digital Awards on 26 April. We are nominated for TEDDY'S VR SHOW - keep small hearts beating, an initiative for the charity Herzkinder Österreich (Heart Kids Austria). We look forward to the event and hopefully to a German Digital Award in bronze or silver or, best of all, gold.

17 – 18 May 2018, Mobile Marketing Innovation Day, Vienna: Day 1 features keynote speeches and a networking party, while day 2 offers hands-on workshops with more details and in-depth information on how companies can concretely implement new technologies into their everyday operations. Our client consultant Karl Aschinger will speak on the topic Game Changing Technologies - AR, VR & Neuro-Marketing. More information can be found via the programme, here. You can get a 50 Euro discount when purchasing your ticket by using promo code IQMOBILEMMID2018. We wish you two exciting days of learning!

Our take at IQ mobile

In 2018, brands across all industries will explore how they can create more intense and longer-lasting brand experiences for their customers and prospective clients. AR and VR will thus become real and sustainable factors in the differentiation of brand perception. Incidentally, this applies to both B2C and B2B areas.

Last but not least: Wish us luck for the German Digital Awards! ;)

You can learn more about VR, AR, and Mixed Reality from our introductory article here >>

Learn how brands use AR and VR to enter consumers’ living rooms from our blog >>

Our own whitepaper on VR and AR is currently in the works and will be available in May.

http://www.iq-mobile.at/en/news-1542.atomEasier and more effective app marketing than ever before2018-04-11T11:18:56+02:002018-04-17T08:27:43+02:00How to make the most of social media for app marketing

Now that the initial hype surrounding apps has died down, many companies are struggling with unsatisfactory results from their app endeavours. This does not have to be the case, however. Some time ago, we summarised the main reasons for an app’s success or failure: see link. Facebook is one particularly important information channel for many consumers and social media users – and it will likely continue to hold this role, despite current controversies.

Facebook Install Ads

With Mobile App Install Ads on Facebook, you can attract more users to an app while collecting useful data about how it is being used. If you integrate the Facebook SDK into the app, you can measure the following:

Customers want the most direct path from their problem to a solution. Nobody wants to write lengthy e-mails or wait on a customer service line for assistance from a call centre employee. Messenger apps are the best and fastest solution currently available.

More than 7 billion conversations take place daily on Facebook Messenger alone. Added to that, over 2 billion messages are exchanged between people and businesses each month. See link >>.

Following the first quarter of 2018, it was time for us to again analyse the latest trends in messaging solutions. Prepare yourself – there is a lot to report.

Apple implements Business Chat

Companies can now communicate with their customers and even collect payments through this new messaging service. As usual, a beta version is first being launched exclusively in the US and Canada. When searching for a company using Apple Spotlight Search, surfing Safari, or using the Maps app, users can send a message directly from iPhone or iPad messenger – and continue the communication later on an Apple Watch or Mac. What makes this development particularly exciting is the fact that it not only opens a communication channel – for instance, to ask if a certain pair of pants is still available in a desired size – but also includes a payment option. The purchase is made via Apple Pay service. Apple has also taken the privacy needs of users into account, leaving them in control of their contact information at all times. By default, companies do not receive any personal information from the user.

We first reported on Instagram Shopping last summer >>. We have also discussed the importance of moving images and video, especially on social networks, for the success of advertising campaigns here >>. Now it's time for an update regarding best practices for businesses and brands to succeed on Instagram.

How does Instagram Shopping work?

The "shopping-capable" elements of a brand on Instagram are indicated in preview by a small shopping bag in the upper right corner of the post. When the user views the post directly, they get the hint "tap to view products". As soon as the user taps, various products for sale are indicated and marked with prices. If you tap on a specific product’s marker, you get a new, even more detailed display with information about the product. Only when you tap on the "shop now" link does a window open in Instagram that directs you to the relevant web shop, allowing you to complete the purchase.

With more than 500 million active daily users, Instagram has become a very relevant channel, especially for the fashion, jewellery, beauty, fitness, furniture, and lifestyle sectors. The shopping functionality closes an important gap, allowing users to buy products directly via posts. With nine or more shopping posts, businesses get a permanent shop tab in their Instagram profile that customers can click on to view all products in one post.

It’s all about stories...

and ads Stories were first invented by Snapchat. Now, Facebook, WhatsApp, and Instagram have successfully adopted the format. See link >>. Most recently, Google introduced the stories format for AMP – accelerated mobile pages. It’s likely that more new ad formats will also add stories. Instagram stories are a popular creative format that allows users to share their experiences with their friends or fans. Previously, advertisers could use a segment for ads in stories. Now Instagram has expanded this possibility, allowing users tap ads in stories through individual segments, or to switch back and forth between them. Overall, there are three new options for advertisers:

Storytelling: Several short successive segments tell a story

Multimedia Stories: Implement photos and videos as story ads

Theme groups: Present thematically related content

http://www.iq-mobile.at/en/news-1533.atomWhat Type of App Will Bring You Success?Harald Winkelhoferinfo@iq-mobile.at2018-03-13T08:54:54+01:002018-03-16T08:34:33+01:00We compare progressive web apps with native apps to make the decision easier

Recently, we presented the benefits of progressive web apps, or PWAs, in a blog post.

We received a lot of questions including, among other things, whether they would replace the need for native apps. That's why we're putting "Progressive Web Apps" and "Native Apps" to the test for you. Here, we explain the pros and cons of each of these app solutions.

The advantages of progressive web apps

1. Easy user experience

If you click on the link http://2048game.com/ (ideally on a smartphone), you will learn just how easy it is to use a PWA. Within 3 seconds you can test out an app – there is no need to redirect to the App Store, and wait for the app to download and then start up. All you need is browser access and you can use the app immediately, with the added option of saving the link as an icon (like an app) on the mobile home screen.

2. Universal compatibility

PWAs use the latest HTML5 features, the current standard for web content. All your users need is a "modern" browser on their smartphone.

3. Responsive design simplifies coding

Although PWAs are designed for mobile use, they can easily run on a desktop or laptop. The responsive design enables a "write-once-and-execute-anywhere " approach. That's "smart" indeed! How does it work? The browser takes into account the size and screen of the device, and displays content accordingly. On the smartphone, for instance, it is easy to use a simple swipe of the finger to control games (see link above), while on the desktop this is done with the cursor.

4. No app store needed

There is a certain amount of administrative overhead, no matter where you offer a native app for download. In addition to technical requirements, there are community guidelines to follow, forms to complete, and a review process that must be done before the app can be published. This reduces flexibility and efficiency when it comes to making updates or changes. All of this is eliminated with a PWA.

5. Low initial costs

Thanks to the above-mentioned points, it is much easier to provide users with easy PWA access. There are real savings in terms of time spent developing, launching, and marketing the PWApp. This low initial cost, coupled with the ease with which a business can reach users with a PWApp, is a critical selling point.

6. Push notifications

PWAs are also able to provide push notifications, one of the most important elements for any B2C app. Notifications can be sent regardless of whether the browser is running, so you can access users around the clock. But please: Do not take advantage of this 24-7 possibility literally ;-) Learn how to do it right and get the attention of app users with relevant and timely messages, here.

Progressive web apps are the future of mobile – but not the only one! For good reason, native apps will remain relevant in the foreseeable future. Read on to find out why.

The advantages of native apps

1. Perfectly made for smartphones

PWAs cannot fully interact with the device they are running on. Remember, it's the browser that delivers the progressive web app experience; the device and operating system make the browser possible. This additional software is like a wall between the PWA and the device – a hurdle that native apps do not have to overcome.

2. Faster

The code is located on the device on which it is being processed and has been written specifically for that device. Think of it as translating between two languages: The browser is the translator for a web app and adds a delay to the experience.

3. GEO-fence capabilities

GEO-fencing enables app manufacturers to define virtual perimeters in the real world. When the app user exceeds these set boundaries – for example, by nearing a specific shop location – they trigger an action on the device. Coupled with push notifications, GEO-fencing offers incredibly powerful applications for marketing and retail. A PWA can use location services to know where the device is located but currently a native app is the only way to leverage GEO-fencing. Find out more about GEO-fending and location-based advertising here. You can also learn about the Groundtruth® solution from our blog.

If you want to get additional details about the possibilities of location-based services, we recommend reading our whitepaper on the topic. It has been downloaded more than 200 times. Access it here.

4. NFC support

Near field communication is the protocol that your phone uses for actions like making tap-card payments. PWAs have no way to interact with the NFC chip that enables these payments. Mobile payments greatly enhance the customer experience and seamlessly integrate with your app in a variety of ways. You can integrate mobile payment capability with a customer loyalty card, for instance.

5. Integration with other apps

Native apps can communicate with other apps. In addition to saving time for the user, this centralises the login process. For example, you can simply sign into many apps via Facebook. Plus, you can create a seamless experience when cooperating between your app and another app.

6. Native apps are "smarter"

Functions like a proximity sensor and ambient light detection might not seem necessary at first glance, but it’s exactly such elements that make the smartphone "smart". If the phone is placed facedown on a table, the sensor detects this and the screen is turned off to save battery power. Native apps can override the system setting to turn off the screen after a period of inactivity. If you read books on your device or stream movies, you'll find that you can work for a long time without interacting with the device – and the screen never goes black. PWAs can’t accomplish this so, depending on the mobile device’s settings, the device may go dark while the user is in the middle of reading or viewing something.

7. An app store presence can be useful

The time-consuming review process required to place an app in a store essentially provides a third-party quality-control review. Users can download an app with the assurance that it contains no malicious code, spyware, malware, and so on. This is not guaranteed with PWAs. It is solely up to the users to decide whether a link is safe to click on. When they get to a web page and run the PWApp, it does not take much effort to exploit a connection.

Learn more about mobile security and how you can protect your app here.

Our take at IQ mobile

There is a lot to understand about native and progressive web apps. The choice depends on your goals and needs.

http://www.iq-mobile.at/en/news-1532.atomHighlights from the Mobile World Congress 2018Harald Winkelhoferinfo@iq-mobile.at2018-03-13T08:34:45+01:002018-03-16T08:16:13+01:00This year the Mobile World Congress took place in Barcelona – and once again, we were there. It was an awesome showcase of innovation

Some 100,000 visitors participated in this year's event in Barcelona, where they learned about new products and novel technologies. We joined in the action.

http://www.iq-mobile.at/en/news-1531.atomThe Faster & Cheaper App VersionHarald Winkelhoferinfo@iq-mobile.at2018-03-13T08:02:11+01:002018-03-16T08:24:47+01:00What are progressive web apps and what can they do for you?

Finding and acquiring new customers while retaining existing customers is a costly balancing act that requires more and more effort and budget.

Businesses need to communicate with all of their customers via diverse devices in the most cost-effective way possible. A PWA, or progressive web app, offers an extremely sensible solution. Here, we explain why and provide some examples to illustrate our point.

What are progressive web apps?

In essence, a PWA is simply a web application that uses modern web techniques to give users a native app-like experience. What are the key elements or benefits of a progressive web app for you? You can experience how easy it is to use a PWA by clicking on this link – http://2048game.com/ – ideally useing a smartphone, of course.

http://www.iq-mobile.at/en/news-1529.atomHow to maximise mobile speedHarald Winkelhoferinfo@iq-mobile.at2018-03-08T10:52:33+01:002018-03-14T09:37:08+01:00We explain new mobile technologies and how they benefit you

When considering a mobile offer, it used to be that there was a clear choice between two technological possibilities for implementation. Either you opted for a web application or you had an app programmed. Ideally, it was a mobile-optimised web application supported by the creation of a dedicated mobile website or, more likely, by building a mobile-first responsive web application.

When it comes to mobile now, there are a lot of buzz words being thrown around: responsive, AMP, native apps, PWA, and more. Here we explain the various concepts of the mobile world in simple terms and bring some clarity to this conceptual jungle.

Advertising uses

Installation and updates are extremely easy, allowing you to continually improve functionality. All users need to access the website is a browser and an internet connection. The HTML5 standard allows you to do almost everything online without the need for additional software like browser plugins. It ranges from animation and apps, to music and movies.

It can also be used to create complicated applications that run in your browser – like games. You can benefit from the openness of the web by making the application searchable and sharing links. As of July 2018, the speed of mobile pages will be a ranking factor for mobile searches via Google. Learn more here. That brings us to the next standard for mobile web:

Google Accelerated Mobile Pages (AMP)

The AMP project aims to encourage the creation of web pages that load faster than their conventional non-AMP counterparts. Developers need to create a version of each page template using a limited HTML version, which will then be provided directly via Google's own servers. These two steps ensure that the pages are rendered easily and quickly for users.

This also improves SEO results, as Google will promote AMP-enabled websites in its search results. Google wants to improve the mobile web experience – also called micro-moments – with faster loading of mobile pages. You can learn how companies benefit from mobile-optimised websites, in particular AMPs, here. The development of AMP does not end there. "Stories" are already known from Snapchat, Instagram, and Facebook. Now, Google has announced AMP Stories. You can learn what this is from our article, here.

Native Apps

With native applications, we lose some of the advantages of the web but gain in terms of functionality in other areas. "Native" means that the programming code is executed directly on the device. This usually results in a better performance, compared to a website running in a browser.

This is more or less obvious depending on the type of application. In comparison to web applications, native apps increase expenditure primarily due to the need for separate development for iPhone and Android, demanding different software and development environments. We discuss this topic and the necessary steps to success in our updated whitepaper on app management. You can download it here.

Google Progressive Web App (PWA)

Another possibility is to provide web-based applications with more "native" or app-like functions. PWAs are a collection of technologies that allow simple "default websites" to connect with features like "Add to Home Screen", offline usage, and push notifications. The keyword here is "progressive".

In order to add these app-like features, they must be supported by the browser. After a few uses, the visitor is prompted to install the application on their home screen. From here, it can be accessed just like a native app and displayed in a way that resembles an app rather than a website in a browser. Although there are some limitations, most of the technologies under the PWA umbrella are available in modern browsers. This makes PWA-optimised websites a viable alternative when creating native applications.

Our take at IQ mobile

These are no longer simple "either-or" decisions. The right choice has to be made depending on your target group, their needs, and the mobile offering of your company. This pyramid graphic demonstrates shows how different elements best serve the interests of quantity (at the bottom, for as many as possible) versus quality (at the top, for the most loyal customers).

http://www.iq-mobile.at/en/news-1528.atomBusiness Breakfast Mobile Web 2018-02-22T12:04:34+01:002018-03-12T11:14:22+01:00Customer satisfaction in three seconds? Our Business Breakfast on 14 March deals with all topics related to the mobile web and page speed in 2018

On 14 March 2018, our next Business Breakfast will take place in the new IQ mobile offices. The event will be devoted to the topic: CUSTOMER SATISFACTION IN 3 SECONDS – ALL ABOUT MOBILE WEB & PAGE SPEED IN 2018. As of July 2018, page speed will factor even more strongly into Google search rankings, meaning it will be more important than ever to take the right measures needed to optimise your web performance.

We therefore decided to collaborate with Google in order to give our customers and other interested parties an update on the topic. In addition to an introduction from Harald Winkelhofer (CEO, IQ mobile), the event will present insights from Urs Enke (Senior Technical Solutions Consultant, Google Germany) and Martin Schierle (Mobile Solutions Consultant, Google Germany).

The presentations and subsequent discussion will give participants the opportunity to gain greater clarity regarding the topic of page speed, over the course of a leisurely brunch.

Our Speakers

Urs Enke, born in Wuppertal, studied computer science in Aachen. He worked for eight years as a web developer and database architect in Hamburg, before joining Google in 2015. As a Solutions Engineer, he supports Google's advertisers in Central Europe with data processing and automation in AdWords, as well as other technical topics including website speed.

It is already mid-February and companies have little time left until the new EU Data Protection Regulation (GDPR) comes into force on 25 May 2018. From this point on, companies must be able to prove that the data in their mobile applications is secure; any infringement is to be reported immediately. Many companies are still not sufficiently prepared for this new measure, despite the fact that violations will be cause for hefty penalty fees, and lead to reputation damage and economic losses. The new GDPR not only means more stringent requirements for comprehensive IT security strategies, but also requires app management optimisation and relevant employee training.

How can apps be made more secure?

App security is, first and foremost, a job for the company that publishes the app. Many believe that Apple and Google are running thorough security checks on the apps that appear in their stores. This is a misconception.

The reviews displayed in stores are primarily concerned with two more self-serving aspects: On the one hand, the app store itself should remain secure and, on the other hand, it should not display any illicit or "salacious" content. The actual security of apps themselves is therefore only very superficially considered – or not at all.

Data is an interesting target for hackers and must therefore be protected by the publisher of the app itself. Key security measures include: clear coding guidelines for creating apps and a means of measuring compliance to ensure these guidelines are met. Especially important is that little to no data is retained on the smartphone itself. The success of an app also depends on a secure user experience. Anyone who puts an app on the highly competitive market must test the mobile application for vulnerabilities in the development phase and close potential security gaps to guard against cyber criminals.

How Austrian Post is securing their app

Every company that handles sensitive data, such as the Austrian Post (Österreichische Post AG), which provides innovative services with their e-mailbox and mobile post app, must prepare security and contingency plans. Austrian Post has actively prepared itself for the new EU GDPR with an app security check from IQ mobile: https://www.iq-mobile.at/en/app-management/

"Stories" are already a well-known feature thanks to Instagram, although arguably the concept itself was actually invented by Snapchat. In the summer of 2017, it was reported for the first time that Google was also working on a version of "stories" – to appear as part of its search function. This should not be confused with YouTube stories.

Now, Google has officially announced AMP (Accelerated Mobile Page) stories. Essentially, these are a news-based format for search. For example, if you are researching "Trump" and a media outlet has created an AMP story for this search term, it will be displayed directly in the search results. For the time being, AMP stories will be launched only in the United States.

How do Google AMP stories work?

As part of the AMP project, Google has partnered with a group of publishers to develop new, story-oriented formats. The basic objective of the format is to offer creative and visually rich storytelling – developed specifically for mobile, of course. Some stories are best told with text, while others are more powerful through images and videos.

On mobile devices, users browse a lot of articles, but usually only click on a few. Using images, videos, and graphics, publishers can now engage their readers as quickly as possible, and capture them with immersive and easy-to-conume visual information.

http://www.iq-mobile.at/en/news-1513.atomSME corporate app showcaseHarald Winkelhoferinfo@iq-mobile.at2018-02-09T07:03:29+01:002018-02-21T10:21:27+01:00IQ mobile presents a new app to demonstrate how SMEs can boost and shape business with apps

Today, we want to look at an example of a successful enterprise app in the SME sector. The company Schuch.Travel has scored a world premiere with its "Bus dich weg" (or, in English, "Bus you away!") app from IQ mobile. The app offers an innovative solution for organising group bus travel – namely, on a franchise basis. By bringing together an association of tourism companies from across Austria, "Bus you away!" aims to benefit customers.

How does the app work?

Smartphone applications have already revamped many areas of tourism, including the ways in which consumers book hotels, flights, and sporting and cultural events. The possibilities are endless. Travelers stand to gain in terms of increased comfort, with smarphones enhancing convenience and user-friendliness. By easing the flow of information, modern technology can improve the travel experience and allow tourists to focus their attention on the sights and sounds in front of them, and experience moments to the fullest.

Travel providers also benefit, as they are able to save time and money. For instance, apps offer a very economical alternative to conventional devices as a means of leading guided tours – as "Bus you away!" shows. When using an app integrated into the traveler’s own cellphone, there is no need to issue a walkie-talkie, earpiece, or other acoustic receiver to the tour guest. Plus, these devices won't have to be cleaned and maintained.

Further, by integrating additional functions into the app, it can be used to collect data and gather information from tour guests in order to better coordinate guided tours for the future. Apps can also improve safety. An alarm function can be integrated into the app to inform the guest if they are too far away from the tour guide's radius and thus from the group.

Technical implementation of the group travel app The main features of the "Bus you away!" app are as follows:

Augmented reality solutions are entering the mass market and brands are taking advantage of this latest advancement with digital storytelling.

Augmented reality technology uses the smartphone or tablet to bridge the gap between the digital and physical worlds. Photography allows you to capture an image. Video allows you to capture image, sound, and motion. Augmented reality goes one step further: It makes impressions three-dimensional. AR creates an experience that is even more immediate and real than ever before.

New York Times olympics experience

A beautiful examples of this is seen in one of the journalism field's first forays into mobile augmented reality experiences:

The New York Times has created an iOS-based visualisation of four Olympic athletes. If you have an iPhone and the NYT mobile app, you can see 3D models of

Figure skater Nathan Chen,

Speed skater J. R. Celski,

Icehockey goalkeeper Alex Rigsby and • Snowboarder Anna Gasser.

If you bring the phone closer or turn it, you can see textual information about cool details – such as Gasser's posture or the protective caps of Celski's gloves.

We have created these screencast videos to give you a better idea of how it works:

We are particularly pleased that Austrian Anna Gasser appears in the NYT app. Just last summer she received the ESPY Award for "Best Female Action Athlete". She was further voted "Rider of the Year", which is pretty much the highest honour you can achieve in the snowboarding scene. She was also voted Austria's Sportswoman of the Year 2017 – the first snowboarder in history to achieve this honour. Here is her screencast video:

Audi Quattro experience

Audi has released a new AR smartphone app that is activated by their TV spots. The app brings the cars from the screen directly into your living room. According to a press release from the company, the "Audi quattro coaster AR" application "recognises" certain Audi TV commercials.

When the right commercial is played, it triggers a series of AR events. While the ad is playing, the app shows one of four Quattro models breaking out of the TV and zooming directly into the living room or driveway. With the app, the vehicles can be downsized and then driven on Hot Wheels-style tracks.

Based on the many questions we received, we are taking a closer look at the topic. Corporate apps are developed for individual organisations or companies to help their employees perform various tasks. They are used only by the organisation's employees. For example, an organisation that specializes in the import and sale of electronics can create a corporate app to help employees track inventory.

Thanks to technological advances and changes in market dynamics, the new generation of business applications is more complex, component-based, and scalable. This means that, as an organisation expands, the app can be enhanced to support new services and accommodate more users. Why have apps suddenly become such a relevant topic for businesses?

Mobile first in business

Several years ago, Microsoft's Windows operating system was the most widely used OS worldwide. However, in 2017, this first-place position began to wobble – and was eventually overthrow by Google's Android OS, which now holds the top spot.

This marks a major change in the industry, one that business developers need to take note of.

Further, mobile devices and smartphones are gaining traction in offices. The significance of the desktop computer is fading. If mobile continues to lead the way, developers need to question whether delivering apps to desktops is a wise investment. Of course, desktops are not completely defunct, but with this changing of the guards in operating systems, it makes more sense now than ever before to have a "mobile-first" strategy. This means concentrating on mobile operating systems, such as Android and iOS, and then on desktop.

Just five years ago, this would have been much more difficult. Now, however, advances in technology have made it possible for smartphones to do many of the same tasks as computers. Email, photo editing, document writing, file transfer, and much more can be done from your smartphone using mobile apps.

In a sense, these apps are more conveniently done on mobile devices, thanks to the portability of smartphones and new UX capabilities. The portable aspect of smartphones is just one reason why mobile devices are increasingly used in the workplace. Advances in the mobile interface are another reason. In comparison, the user interface of desktop computers is out-dated in relation to the simplified and optimised user interfaces of Android and iOS. An example of solutions for companies:

The IBM - Apple Partnership IBM MobileFirst for iOS offers industry-specific apps for key tasks based on corporate data and analytics – all delivered via iPhone, iPad, and Apple Watch. Here are two examples, one for retail and another for aviation:

http://www.iq-mobile.at/en/news-1510.atom"Award-winning" chatbotsHarald Winkelhoferinfo@iq-mobile.at2018-02-06T07:47:18+01:002018-02-19T09:39:47+01:00We give you an overview of the best chatbot solutions across all industries

It's hard to believe: Facebook Messenger now has 1.3 billion users, more than Snapchat, Twitter, and Instagram combined. Every day, some 7 billion conversations are led on Messenger, 260 million of them started just on that day. You may have read about it in our recent blog post ;-) https://www.iq-mobile.at/en/blog/7-billion-conversations-per-day/

Around 2 billion messages are sent each month between people and businesses. So, if you think Messenger is just for people and not for brands, read on. We have compiled the most successful and award-winning chatbot solutions from various industries for you.

The very best of Chatbots Instalocate

Instalocate provides context-specific information on travel topics, such as slow security checks, flight delays, web check-in, baggage allowance, etc. It keeps your family up-to-date during the flight and offers complementary services – like having a taxi waiting for you as soon as your plane lands.

http://www.iq-mobile.at/en/news-1509.atomWhen apps failHarald Winkelhoferinfo@iq-mobile.at2018-02-05T13:01:00+01:002018-02-19T11:32:44+01:00What is actually responsible for the success or failure of app projects?

The success of apps is constantly being reported with impressive numbers – such as the fact that a total of 26 billion apps were downloaded in Q3 of 2017 alone. Even more impressive: This number only includes new downloads, not updates or new installations after a reset or device change.

At the same time, many companies are wondering why their apps are unsuccessful. Here we have summarised the main reasons for an app project’s success or failure.

The keys to an app’s success

Competition in the app market is tight, so you have to set clear goals when developing an app. Younger consumers in particular – so-called "smart natives" – have extremely high expectations of companies when it comes to mobile digital solutions. Lean more here (in German only): https://www.iq-mobile.at/blog/wie-smart-natives-den-handel-fordern/

At the same time, the app market continues to evolve, both from a technical point of view and in terms of user experience. Users compare apps across all categories, without regard for industry. Your corporate app's visual presentation will be compared with that of a cooking app's, while your app's use of location-related information will be compared with that of a routing app's, and its communication capabilities with that of a messenger app's.

The following points should thus be considered to ensure an app project’s long-term success:

Market / User Research: Market research takes a lot of time and effort, but it helps to understand the intentions of users and to define those for whom your app will be relevant. Understanding your own target group is a huge advantage when developing an app. An IQ mobile App Check and Fit for App Workshop can determine whether your app is currently relevant and of interest to users. This can be coupled with a target group analysis conducted with IQ mobile's in-house Consumer Connection Study. All this is best done before app development even begins. Here is an example: https://www.iq-mobile.at/en/blog/our-app-check-of-the-post-app/

Platform specifics: When it comes to app errors, in many cases the main issue comes down to ignoring the platform during app development. Every mobile platform, such as Android and iOS, has its own custom interface policies. Therefore, it is important to take into account platform differences in app development.

User experiences: Many considerations go into creating an app. One important element is the need to create a compelling user experience. Great UI / UX design is an important factor in the success of the app. Most applications fail because of poor user experience, such as complicated navigation or long paths to reach a destination. Other reasons for bad user experiences are long app loading times, or difficult or complicated access to functions. You can get a better understanding of user demands here (in German only): https://www.iq-mobile.at/blog/wie-smart-natives-den-handel-fordern/

Number of functions: When developing a mobile application, many companies think that they need to implement all of their ideas at once. You want an app that can serve users' every need. Unfortunately, this is one of the most common reasons for the failure of apps. Users who are faced with too many options are often confused and therefore stop using an app. It is best to start with just 3-5 essential features that actually solve your users' problems. Additional features can be added using regular app updates. Regular updates also remind users of the validity and utility of your app. Plus: you do not overwhelm anyone.

App testing: If an app is not properly tested, bugs can slip through. Ignoring these is a big mistake, as they are sure to annoy users. Bugs are the most common reason that users delete apps from their smartphone. Avoid these kinds of issues with thorough structured testing before you launch the app. Apart from usability tests, security checks are also enormously important on a technical level – especially if your app processes data.

Marketing strategies: Often, companies do not promote their app or only target a relatively small number of users because they believe that customers will independently discover their app. But does that really happen? No. There are millions of apps in the app stores. If you do not target the right audiences with a well though-out campaign, or fail to advertise on a regular basis post-launch, no one will know about your app. This is another reason many apps never succeed in terms of user numbers and installations.

Regular communication: While it's true that smartphone users spend most of their time with apps, they only use a maximum of three to five apps regularly. Push notifications are one effective tool and promise enormous potential – provided they are implemented using the right targeting strategy. The line between useful and disruptive is often narrow. Many companies completely forget to implement push notifications, while others overuse them. Structured planning is required. Relevant messages have to attract the attention of the users and intensify their engagement. You can find more about how to achieve success with push messages here: https://www.iq-mobile.at/en/blog/push-notifications-increase-app-engagement/

Response to user ratings: Once your app is up and running, some users will flag errors using reviews and ratings. Keeping track of these and responding to them in a timely manner is essential. Failing to do so is sure to lead to an app's demise.

ASO – App Store Optimisation: Various measures can push an app into the top results of app stores. It's a bit like setting up a chic shop window. The available ASO methods are comparable to the strategies of search engine optimisation ("SEO"). When it comes to onsite ASO, anything that impacts an app's store page appearance is relevant, such as: the app's name, the description of its content, and visuals like an app icon, screenshots, etc. These factors can all be actively edited. With the help of ASO, the app is optimally displayed and marketed in stores. When it comes to offsite ASO (similar to off-page SEO), relevant factors are those that affect the details page of your app in the app store. This includes characteristics such as the number of downloads, and app reviews or ratings. Off-site components cannot be completely self-designed, but ensuring an app’s quality, usability, functionality, and marketing can encourage a positive presence.

http://www.iq-mobile.at/en/news-1508.atomHow companies achieve success with appsHarald Winkelhoferinfo@iq-mobile.at2018-02-02T09:00:07+01:002018-02-19T11:23:54+01:00How apps improve productivity in the working world

In the meantime, industry is also coming to the realisation that apps are not just a marketing resource, but can also be used as a tool for employees.

As in the B2C area, apps can also help accelerate and centralise business processes. Any company with an advanced strategy understands that digitising its processes in the B2B sector will:

improve customer service,

increase smartphone-generated revenue,

improve its connection to customers.

The big question now is: When should a company invest in a mobile app?

An example from the retail sector: Why are retail orders still made via fax, e-mail, or phone?

With an app, essential data can be input and recorded simply, and transmitted automatically to the relevant IT system. This largely eliminates the problems that come with cumbersome manual data input, which is not only time-consuming but also results in costly consequences when errors occur.

There are many more examples of how business processes can be optimised with apps. Large IT companies such as IBM and SAP have long since recognised the trend and are launching new apps for a wide range of applications.

Employees are just as demanding as consumers

Many IT executives recognise that failing to accept enterprise apps is a major issue. This is because employees are users, first and foremost – meaning they expect the same ease of use as with any other app. The experience must be comparable to that offered by apps designed for private use.

IT administrators the world over moan when they hear the phrase, "There's an app for that" – but it's true. The world of consumer apps is light years ahead of corporate IT departments. If they can't find solutions at work, employee-users will turn to more efficient third-party solutions. Business applications are often abandoned because they are either too difficult or too confusing to use, or do not have the required functionality. Additionally, consumers expect mobile apps to load within four seconds – compared to the six seconds of loading time that set the benchmark for expectations two years ago.

When looking at employees as consumers, it's important to realise that this mentality is transferred directly to the workplace. If a corporate app does not work as fast or is not as functional as they would like, they won’t use it.

The use of location-based data in consumer apps is nothing new, but the use of location-based technology in business apps is less common. This is now changing, as business apps that support mobile workers are being expanded to include location awareness. TripIt, which warns the user when it's time for a flight, is a great example of an easy way to add location awareness to a business app: https://www.tripit.com

Similarly, calendar apps are increasingly being synchronised with other solutions that employees use in everyday life, such as M2M systems (think of dashboards for vehicles that, based on employee travel time, know when to re-schedule a meeting for a later time) and intelligent building solutions (i.e. to inform staff if a meeting has too many attendees and should be moved to a different conference room).

User experience matters more than security

Of course, both user experience and security are equally relevant to the success of an enterprise app – but most users consider user experience more important.

As a result, a company's consumer-minded employees expect mobile devices to allow for increased efficiency. They often achieve this desired efficiency through the use of shadow IT solutions– thus opening the gateway for security breaches and hackers that unfortunately often come with such solutions.

If an employee's corporate email app does not work properly on their device, it only takes a few seconds to transfer sensitive data by a variety of other means – messaging, file sharing, etc. Who has not already – because it's quick and easy – obtained company information via Dropbox link or similar tool? Downtime or failure of enterprise apps is often reported by end users and not by the IT administrator, so deploying fixes and upgrades is more of a reactive than proactive process. To address the topic of mobile security, IQ mobile has established a "power partnership" with SEC Consult Unternehmensberatung GmbH.

Our take at IQ mobile

In short, the same requirements apply to enterprise apps as to consumer-oriented solutions. With increasing digitisation, the demands of users regarding functionality and usability have increased across the board. This includes employees as well as consumers.

Of particular importance is software pre-launch testing to ensure that the app actually works smoothly in the hands of business users. Positive user experiences and on-going communication are key factors for an apps' acceptance among employees and business partners.

The short-term effects of Amazon Go will be limited to start. Other retailers across all industries still have time to implement competitive new solutions and services in their own apps.

Here, we summarise the key features required for the success of a retail app. How can merchants successfully leverage mobile technologies in stores? And what opportunities do retailers have for improving mobile shopping experiences?

The best apps in the retail sector fulfil three essential requirements:

They identify what matters most to the customer to create unique shopping experiences both in stores and online, that meet customer expectations.

They rely on clever mechanisms to make sure customers find what they want, when they want it.

They understand the contexts and moments in which they can provide real added value to mobile customers.

The following criteria must be taken into account when designing a retail app. The aim: to appeal to mobile shoppers, providing the right information at the right time, and attracting them with useful information and services.

Retail apps in 2018: Criteria for success

1. Pricing

Mobile customers use their smartphones to seek and compare prices while they are in shops. They expect precise prices for the products they are interested in. Customers should be able to use their mobile devices to find accurate prices that are specific to their purchase history and loyalty. Retailers need to provide accurate pricing across all channels, ensuring a consistent experience and avoiding customer confusion.

In order to allow for flexible pricing, an app should also allow for geo-targeting and access to a customer’s loyalty status.

2. Inventory

The most basic question a buyer wants to know is whether a product is in stock. For retailers, providing this information is essential to success. Keeping inventory updated for mobile shoppers is a real challenge for retailers. Inventory is one of the biggest hurdles to implementing mobile omnichannel support because it combines diverse challenges including pricing, sourcing, logistics, and customer service.

Establishing a solid solution for mobile devices is a major technology project that retailers must invest in. This is in the interest of a just-in-time inventory philosophy, which can reduce production costs by minimising waste and at the same time continuously improving total product quality.

3. Product tests & tips

Customers want easy access to product details and brand information. They expect to be able to read customer reviews and expert advice on their phones at any time, allowing them to easily decide if and what to buy. However, many retailers are reluctant to engage with reviews because they are afraid of receiving bad reviews. This attitude is pointless, as reviews will simply be published elsewhere. Further, failing to engage with reviews gives the impression that the company is not interested in consumers’ opinions, wants, or needs. Consumers who offer reviews tend to focus more on the products. Retailers who target a much younger audience (such as Forever 21, Guess, Urban Outfitters) have recognised that social media posts can affect a buyer's willingness to make a purchase. For example, Forever 21 combines mobile and in-store experiences on Instagram to help customers buy a look or share product photos. Retailers can also use social media to improve customer service and connect buyers with store employees.

4. Personalisation

Personalisation has been around for 20 years, but implementation has been difficult – and just as costly to justify. Predictive modelling and analytics can help automate the process of segmenting your customer base, merging explicit profile information (customers specify what they want) with implicit data (order history, buying behaviour). This can be used to determine which factors best predict buying behaviour. Customers want a mobile in-store experience that caters to their unique tastes based on their past purchases, their current purchasing situation, and their overall preferences.

People do not always behave the same way, however. With the help of data, we can now capture the difference between a consumer who is hastily searching for something specific and one who is casually browsing a shop. Based on the consumer's behaviour during the shopping process, the retailer can decide whether or not to offer them a discount or upgrade at checkout.

5. Store guidance

Customers expect brick-and-mortar experiences to be more and more in line with online experiences. They like to use mobile tools, i.e. to guide them through the store, help them find specific products or product categories, and make their visit more efficient and productive. Tracking technology is becoming increasingly dynamic and can now provide personalised shopping routes based on a customer’s hopping list and how much time they in that given day. Bringing customers to the product they are looking for in-store, while providing details about the product, inventory, ratings, and promotions, improves the customer experience and increases sales.

6. Checkout & loyalty

Customers want shorter checkout routines, and expect loyalty programmes to be automated and straightforward. Mobile devices can significantly improve both of these areas. The checkout has an interesting potential to build and strengthen loyalty. Many loyalty programmes provide consumers with a card to use at checkout; this grants them a discount on all their purchases.

Nevertheless, the checkout process is still responsible for certain points of contention. One of the biggest complaints regarding checkout, for instance, is the queue. Interestingly, however, many retailers find consumers are resistant to self-checkout options. Apple stores have long opted for flexible checkouts that allow sellers to complete transactions via iPhones and deliver receipts by email.

Shops that enhance their checkout experience – whether it's a full self-checkout or one designed after the Apple model – have a great opportunity to capture customer data and subsequently personalise services.

Our take at IQ mobile

Apps have become an essential factor for retailers, with their utility going well beyond just providing information. With the help of mobile retail, Chinese vendor Alibaba achieved record sales of $25 billion on Singles' Day. In the United States, vendors have achieved similarly astounding results on Black Friday thanks to mobile apps. Read more here: https://www.iq-mobile.at/en/blog/breaking-records-with-smartphone-shopping/

In 2016, app users spent a total of approximately 1.5 billion hours using apps globally – around 400 billion hours of this was recorded within the EMEA area. By the year 2021, this number is expected to rise to 3.5 trillion hours worldwide. Learn why apps are such a targeted channel here: https://www.iq-mobile.at/en/blog/a-remarkable-26-billion-apps-2/

http://www.iq-mobile.at/en/news-1506.atomHow wonderful! Shopping without waiting in the checkout queueHarald Winkelhoferinfo@iq-mobile.at2018-01-24T08:47:08+01:002018-02-19T09:20:45+01:00Amazon Go sets the bar high for shopping experiences

On 22 January 2018, the Amazon Go supermarket became accessible to the public, making brick-and-mortar shopping even easier than online. There are no clicks, scrolling, banners, or passwords to remember. Just open the Amazon Go app in front of the store and start shopping.

Today, shoppers have a constant companion in hand when they enter stores – their smartphone. For retailers, smartphone apps are both a solution and a burden. They are a solution because they offer direct access to the customer's smartphone, and thus provide not only information but also networking and interaction opportunities, while the customer is in the shop and on the move. At the same time, they are a burden because many retailers have not yet figured out how to tap into the potential they offer.

How the Amazon Go app works in a supermarket

The selection is typical of a small supermarket's: a few important foods and toiletries, as well as snacks, breakfast ingredients, sandwiches, and salads.

After a shopper enters the supermarket, a series of cameras and other sensors in the ceiling tracks them through the store. When an item is taken off the shelf, the same cameras recognise this and add it to the visitor's virtual shopping cart. Ten minutes after the customer leaves the supermarket, the app charges the customer's credit card and issues a digital receipt.

We have created a short video overview of the Amazon Go app to highlight some key features: The new Amazon Go app is all about speed and convenience. Here, we take a closer look at it, introducing you to the features and analysing the impact on retail apps in general.

http://www.iq-mobile.at/en/news-1494.atomWith Google, every second of load time counts against youStefan Treibertreiber@iq-mobile.at2018-01-19T11:47:59+01:002018-01-24T08:44:03+01:00Fewer search hits and less turnover for slower sites: Google is enforcing strict consequences for longer load times.

Google is getting serious about the Google Speed Update. Slow websites are the fastest way to lose customers A recent report shows that 53% of visitors close a mobile website that takes at least three seconds to load.* As a page's load time increases, the user's attention span quickly decreases. If you just let mobile users wait 5 seconds instead of 1, they are 90% more likely to interrupt loading and close the page.

The "Speed Update", as Google calls it, only affects pages that offer users the slowest experience. It applies the same standard for all pages, regardless of the technology used to create the page. The purpose of a search query is still a very strong factor, so a slow page can still rank high if it has a lot of relevant content.

Using various empirical values, Google is encouraging developers to think about how performance impacts the user experience. Although there is no tool that directly indicates whether a page is affected by this new ranking factor, there are some resources that can be used to evaluate a page's performance:

Chrome User Experience Report, a public record of key user experiences for popular web destinations, as indicated by real-word Chrome usage;

Lighthouse, an automated tool and part of Chrome Developer tools for checking the quality (performance, accessibility, and more) of web pages;

PageSpeed Insights, a tool that shows how a page functions in Chrome UX Report and suggests means of optimising performance.

In one study, landing pages of Google Speed-tested mobile ads were examined across 17 European countries and 11 different industries. It showed that the average load time is currently 9.124 seconds – more than 6 seconds slower than the 3-second best practice standard. The best performing websites were:

Classified and local adds with an average load speed of 8.148 seconds;

Financial pages with an average load speed of 8.227 seconds;

Education and government sites with an average load speed of 8.600 seconds;

Perhaps ironically, given the often-impulsive nature of online shopping, retail sites were the slowest performers, with values in the area of 10.290 seconds;

The only area to perform worse was automotive, at 10.259 seconds.

In summary

It can't be emphasised enough: The importance of mobile optimised pages is clear. This wake-up call from Google is significant and should be the final push in encouraging all sectors to get on board. Maximum 3(!) three seconds load time: This is the goal for all companies in order to reach and undercut user expectations. Find out which industries and companies are already achieving that, here: https://www.iq-mobile.at/en/blog/speed-sells/